WELCOME

Marketing plan for

ONE Bank Limited
 ONE Bank’s Profile
 ONE Bank Limited.
 Third Generation Private Commercial
Bank
 ONE Bank Limited was incorporated in
May, 1999
 The prime focus is on efficiency,
transparency, precision and motivation
 ONE Bank’s Profile
 Mission
To establish ONE Bank Limited as a Role Model in the
Banking Sector of Bangladesh.

Vision
 To constantly seek to better serve our Customers.
 Be pro-active in fulfilling our Social Responsibilities
 To review all business lines regularly and develop the
Best Practices in the industry
 Working environment to be supportive of Teamwork,
enabling the Employees to perform to the very best of
their abilities.
Operational Area
 Products and Services
 Retail Banking
 Institutional Banking
 Corporate Banking
 Commercial Banking
 On-Line Banking
 Merchant Banking Advisory Services
 Capital Market Operation
 Islamic Banking Services
 Seed Money For Self-Employment
 Credit To Women Entrepreneurs
 Consumer Credit Facility
 Counter For Payment Of Bills
 Competitors Analysis of ONE
Bank
Strength:

 Dynamic branch manager or team leader of most of the

banks.
 Most of the branches are located at very front area.
 They are able to create some loyal customer so they have
a loyal customer base
 They have ethnic, caste, community oriented business
 They have already established in banking business at
their areas
 They are moving with very new & unique product.
 Some of them have already created very good brand
image.
 Competitors Analysis of ONE Bank
Weakness:
 They have bad industrial relations.
 They do not follow relationship marketing theory.
 Their customer services are not so good. As we have
noticed from one customer that one customer has to
wait for a long time for getting a bank statement from
BRAC bank.
 No bank branch had undertaken marketing as a
conscious and organized activity.
 Most of theses banks are operating their business
with trading & commerce and industrial sector.
 Competitors Analysis of ONE Bank

So we have found a major competitive

advantage for ONE bank in this branch is
organized & conscious marketing activity
that will also follow the relationship
marketing theory, thereby increasing
market awareness of the branch.
 Opportunity of ONE Bank
 The bank can allow opening several types of acts for the welfare of
the country as well as increasing their profit.

 The bank can develop its information technology system for

smoothing banking operation.

 The general bank can be more efficient by providing quick services.

 It can also expand its business by creating new branches at the

suitable (rational) position.

 Interest rate can be the opportunity

 Changes of service charge can give branch opportunity to seek –

out potential earnings .
 Findings
Aggregate Deposit

800
700
600
Million in TK

500
400 Series2
300
200
100
0
2002 2003 2004 2005 2006
Year

The total deposit of this branch is declining year by year which

results the overall performance of this branch while the
competitors are in better position with sufficient deposit amount
and performing well.
 Findings
Advance scenario
Advance

350

300

250
Million in TK
Advance

200 Ser
ies
150 2
100

50

0
2002 2003 2004 2005 2006

Year

Total loans and advances of this branch is increasing but at a

decreasing rate. The loans and advances are not enough to compete
with the other banks’ branch.
 Policy Recommendation
Price mix :

Retail Banking
Pricing: Deposit rate can be increased .5 to .75 to increase the deposit
amount and customer satisfaction attract new customer .

Institutional Banking
Pricing: Deposit rate can be decrease by .3 to .5 percent. Because
most of the clients are, NGOs and voluntary organizations, consultants,
contractors, schools, colleges and universities coaching center.
 Policy Recommendation
Price mix :

Corporate Banking
Pricing: Corporate deposit rate can be keep as same as the competitors have
because corporate are price sensitive. Project & Infrastructure Finance,
Investment Business Counseling, Working Capital and other finances loan and
advance can be decreased.

Commercial Banking
Pricing: Here very limited scope of price distortion
 Policy Recommendation
Price mix :

Islamic Banking Services

Pricing : According to Islami Bank Bangladesh LTd even less than them.

Credit To Women Entrepreneurs

Pricing : Price should not be more than competitors charge

 Policy Recommendation
Price mix :

Consumer Credit Facility

Pricing : Price should be the standard price of the current consumer credit
market .

Other Services

Pricing: For DD, TT, MT price should be increase 1% for L/C

traveler’s cheque etc should be same as competitors.
 Policy Recommendation
Promotional Activities
Advertising and publicity
 The customer lobby of space will be in innovatively design and
decorated by special interior designer.
 The design of the furniture and interior design will same as other
branches of the bank.
.
Few banners and posters can be setup for the latest scheme at
vantage points in the areas.
 A few rode side trees can be taken up for maintain bank concern for
the environment and social awareness.
 Need to established a regular –mail system of 200 address at least
ever quarter.
. Established close contract the press media and electronic media.
 Public relation tools may be speech, Mobile marketing, special-
events , public service activities.
 Greeting cards and other can be send off to the all customers and
special (gifts) flowers can be offer to the valued customer.
 Banks banners can be displayed in certain festival in every year
which will a carry a simple message on a recent product /services.
 Policy Recommendation
Promotional Activities
Sales promotion

 For every new saving and time deposit account a token gift can be
. given to the customer. The token gift can be a key ring, key chain, ball
pen, pencil, paper weight , pen box eraser etc which will be
inscribing the bank name.
 In school /college / universities coaching centers black board, water
filter, wall map and other display material can be offered. Tiffin box
or bag can be offered to teachers and officials with the logo of the
bank.
 . Bank card, diary, wall calendar can be offered to the quality customer
frequently and retail customer to a systemic basis.
 Plastic folders can be given to Term deposit account holder.
 Smart looking small telephone pocket notes, diaries mouse pad can
be given to the corporate customer.
 Policy Recommendation
Promotional Activities
Personal selling
 Recruiting some enthusiastic and motivated
.
sales person.
 Sales team formation.
 Personal selling can be door to door selling of
.
products.
 Telephone marketing can be used.

Direct mail marketing using internet.
Thank you All